You can have plenty of marketing lists, and send emails and direct marketing pieces religiously for months or even years. But if your mailings aren't getting any buy-in, what's it all for? The key to getting return on your campaign is harnessing the power of marketing lists as a way to target your communications and provide people with solutions relevant to their queries and problems.
Here's how marketers can do just that, with our high-quality marketing lists.
Segment your marketing lists to target your campaign
58 per cent of return on investment comes from segmented campaigns.
Segmentation refers to chopping your list into sub-categories to enable highly targeted communications. Within various campaign types, including social media, email and direct marketing, targeting allows you to send alternative communications to different customers, with specific information they may find relevant or with an incentive that may apply to them. Relevant campaigns result in higher engagement, with 58 per cent of return on investment from email campaigns coming from those that are segmented, according to research published by the Direct Marketing Association.
At the most basic level, consider being able to split your list by gender. You can market the women's clothes you stock to the female recipients, and send a different communication to male customers about the men's clothing range. Immediately, you've given them something to look at they are likely to find interesting and relevant.
It starts with what the detail in your data. In order to segment your mailing lists, you need more information than simply house or email addresses. Your lists must contain useful information that you can use to understand what your target market might be interested in, or what kind of information they value.
Get the right contacts and research their interests
Once you've improved the quality of your list, start utilising tracking software on your email marketing, both before and after you start segmenting. Find out what kind of campaigns have resulted in the most opens, and which emails or components resulted in the highest click-through rates. This immediately gives you some indication as to what is valued by your email list recipients. You may discover that a particular segment of your list always read your new product info, and others may be more interested in discounts, for example.
It's all about utilising the power of the market to learn rather than assume.
Another option, which works with direct marketing campaigns too, is to try asking people what they appreciate via a survey or questionnaire. You can make it worth their time by including an incentive, such as a prize draw, to ensure a useful number of responses.
In both cases, it's all about utilising the power of the market to learn, rather than assume.
Use your findings to shape your campaign
Once you've found out a little more about what your customers value and look forward to reading about, be sure to act upon your research. Adjust your marketing mix for each segment to provide content they want to engage with. No-one on your marketing lists should receive anything that they think of as spam. For the people who always read your new product info, make sure your communications have this information near the top. For those more interested in discounts, make them the feature of your mailing so they see it before getting bored of reading the other information you've included.
The best situation for both parties is for your recipients to want to continue hearing from you, so make it easy for them to find and opt-in to the items they really want to know about.
Contact The Prospect Shop today to find out which of our marketing lists will suit your business.